Bill.com brand redesign

Creative direction, art direction, design

An update and modernization of the Bill.com identity system. An earlier attempt at rebranding Bill.com had failed and was the first item on my agenda upon arrival. We performed an audit, salvaged what was working, and fleshed out the rest of the system in a highly compressed timeframe. This work resulted in new guidelines and a suite of templates, tone and voice documentation, visual standards, rules, and examples of the system in practice.

Bill.com A/B testing

Creative direction, art direction, design, copywriting

Projects driven by insights gained from testing ideas. My design philosophy includes the concept of ‘design by instinct, test to perfection.’ This guided our efforts in developing work that increased leads. Our tests would uncover prospect behavior, leading to more insights that unlocked increasing response rates. These tests included the homepage, landing page, sections of the website, digital, messaging, and more. Our work resulted in an increase of 65% in conversions year over year.

Supporting visuals

Creative direction, art direction, motion graphics, video direction, photography

A collection of supporting imagery that helped tell the Bill.com story. We developed an approach that felt distinct and unique to the company yet cost-effective to create and supported the entire visual identity. These visuals included hero imagery, lifestyle photography, leadership portraits, video, and more. We were purposeful with every characteristic, balancing cost, effectiveness, and quality, and aimed to deliver work that appropriately reached our target audience.